While their stadium in the Viennese district of Favoriten is being extensively refurbished, the traditional Viennese football club Austria Vienna has come up with something new: ViolaPoint, a pop-up store in Vienna’s biggest shopping centre, aims to bring the club closer to their fans. Following the grand opening on 4 October 2016, ViolaPoint provides access to full information and the online shops of FK Austria Vienna. At the opening, Austria AG president Markus Kraetschmer said: “This is an innovation and something completely new for us, too. So the fans’ reaction is absolutely vital to us. It’s important that we are given feedback and can develop the site accordingly in future. We have designed ViolaPoint to be flexible."